title: Does liking or wanting determine repeat consumption delay?
abstract: Does liking or wanting predict the delay between consumption episodes? Although these psychological processes are correlated, we find that memory for liking, rather than wanting, determines the number of days that pass until the consumption of a food is repeated. Experiment 1 found that liking (but not wanting) for a food at the end of a consumption experience predicted how many days passed until participants wanted to consume it again. Experiment 2 showed that mitigating the decrease in liking resulting from the repeated consumption of a food eliminates its effect on delay. Together, these findings suggest that end liking has a greater influence on when people will consume a food again in the future.
authors.affiliation: Stanford University, Graduate School of Business, 655 Knight Way, Stanford, CA 94305, United States. Electronic address: garbinsky_emily@gsb.stanford.edu.
authors.forename: Emily N
authors.initials: EN
authors.lastname: Garbinsky
authors.forename: Carey K
authors.initials: CK
authors.lastname: Morewedge
authors.forename: Baba
authors.initials: B
authors.lastname: Shiv
mesh_terms: D000328:Adult; D001066:Appetite; D004032:Diet; D004644:Emotions; D002149:Energy Intake; D005247:Feeding Behavior; D005260:Female; D005518:Food Preferences; D006801:Humans; D008297:Male; D009042:Motivation; D009765:Obesity / Q000523:psychology*
keywords: Liking; Recency effects; Repeat consumption delay; Wanting